Beyoncé enters the spirits universe

With the launch of its own brand of whisky created in partnership with Moët Hennessy.

After introducing Cécred, her hair care line, Beyoncé continues to explore new industries and broaden her horizons with the development of a new spirit inspired by her own family heritage and her love of Japanese whisky. Thus was born SirDavis Whisky, named in tribute to her own great-grandfather, Davis Hogue, who hid bottles during Prohibition for his friends and family to enjoy.

‘I’ve always been drawn to the power and confidence I feel when drinking quality whiskey, and I wanted to invite more people to experience that feeling,’ says Beyonce herself. ‘By partnering with Moët Hennessy, we’ve created a delicious American whiskey that respects tradition but also allows people to experience something new and unique in the category,’ she adds.

It is the first spirits brand developed entirely in the United States, as it is finished, blended and bottled in Texas by one of the world’s most renowned master distillers, Dr. Bill Lumsden. It is made with 51% rye and 49% malted barley, and its smooth flavour is intermingled with a hint of spice and subtle sweetness.

SirDavis will be available in selected stores in London, Paris and Tokyo and at JFK (New York), LAX (Los Angeles) and SFO (San Francisco) airports. It will also be available online at SirDavis.com.